Basic Marketing Research 7th Edition by Gilbert Churchill,Tom Brown,Tracy Suter

Exercise 11

Interview representatives of your local media outlets (e.g., radio stations, television stations, and newspapers) and determine the extent to which they utilize sources of standardized marketing information. You may wish to use the following questions as a guideline for your interviews.
a. Which sources do they use
b. What specific types of information do they obtain from the source
c. How do they use the information
d. How important is the information in how they do business
e. How do they rate the accuracy of the information.
f. Do they supplement the standardized information with locally collected primary data